Vega Auto has introduced a nationwide campaign targeting the practice of carrying helmets rather than wearing them. The “Pehnoge to Bachoge” initiative, launched on January 16, seeks to address what the company identifies as a critical safety issue: riders purchasing helmets to avoid traffic fines rather than for protection.
The campaign centers on a 60-second film depicting common scenarios in Mumbai traffic where riders treat helmets as accessories. The film shows a father with his family, a professional commuting to work, and a college student, all carrying helmets instead of wearing them. The narrative concludes with a crash scene and the message: “Wearing a helmet saves lives. Carrying one doesn’t.”
India records over 400,000 road fatalities annually, with more than 55,000 two-wheeler riders dying in incidents where helmets were not worn despite being in possession, according to the campaign materials.
“Every year we sell lakhs of world-class helmets, yet we see the same heartbreaking sight on our roads where helmets dangle from handlebars, arms, or are used as footrests while heads remain unprotected,” said Dilip Chandak, Chairman of Vega Auto. He emphasized that the company’s objective extends beyond sales to ensuring actual helmet use.
The campaign uses the hashtag #WearItDontCarryIt and went live on December 1, 2025. Vega Auto is encouraging riders, influencers, policymakers, and citizens to participate in the movement.
Founded in 1989 and based in Belgaum, Karnataka, Vega Auto operates as a helmet manufacturer with an annual production capacity of 10 million units. The company produces helmets under the Vega and Axor brands, alongside riding gear and accessories.